Design system = unified language

At Freshworks, I contributed to the Nucleus design system by designing and maintaining interactive components in Figma. Using what I learned at that time, I created a mini design system (WIP) for this project at the University of Washington.

Brand Research

Before going into the design aspect - I sought to understood Tilth Alliance and its values.
After which, I came up with visual communication goals.

Moodboard

When coming up with the communication goals of Earthy, Human, and Fun - I created two moodboards, of opposite directions (Clean, Simple, Futuristic) to explore the spectrum.

Sticking to the original communication goals of Earthy, Human, and Fun - I moved onto the logo design.

Logo design

What the old logo looked like:

When designing the new logo - I kept the communication goals in mind and fleshed out 20 different logo styles. Here are a few:

I chose the first and simplified it - retaining the earthy nature of it.

Grid system

After researching grids and going through guidelines (Human Interface Guidelines and Material Design) - I came up with three grid systems for each of the mediums: Website, Mobile, and Poster.